2014 Winners & Shortlists

EZA ENDAK DAM

Silver
Client/BrandLEBANESE RED CROSS
Product/ServiceBLOOD DONATION
EntrantIMPACT BBDO Dubai, UNITED ARAB EMIRATES
Type of EntryDesign
CategoryTypography
Entrant Company IMPACT BBDO Dubai, UNITED ARAB EMIRATES
Advertising Agency IMPACT BBDO Dubai, UNITED ARAB EMIRATES

Brief Explanation

For the Lebanese, violence and brutality became commonplace, which made indifference their natural response to humanitarian initiatives. Our goal was to change behavior and get more people to take action.

The Brief

With the rise of conflict and instability in Lebanon and across the region, how do we get people to respond to blood donation pleas?

How the final design was conceived

We appealed to them by using a message they could relate to; a colloquial expression that is part of their every day communication. "Eza Endak Dam", literally translates to, "If you have blood", but is used in our colloquial dialect to also mean, "If you have an ounce of humanity”. Using Kufic typography, a flexible and geometric Arabic script, we’ve integrated our 3-word message into the perfect shape of the Red Cross while maintaining clear legibility.

Indication of how successful the outcome was in the market

The designed message generated an overwhelming response, with many phone calls received and a major increase in footfall to blood donation centers. People took notice and reacted.

Credits

Name Company Position
Fadi Yaish Impact BBDO Regional Executive Creative Director
Sarah Berro Impact BBDO Executive Creative Writer
Mustafa Kawtharani Impact BBDO Senior Creative Designer
Bana Salah Impact BBDO Senior Creative Designer